Insights
Findings and analyses from brandvju. Each insight can be read on its own and downloaded as a PDF, free and without login.
The Brand Field
2nd half of 2026
Danish brands are not weak. They look alike to the point of confusion. We have measured 351 Danish brands with the same method across 13 disciplines, and here are the findings, one insight at a time.
The field
What Danish business looks like
43 percent of 351 Danish brands are blue or turquoise, and the same five typefaces keep returning. What everyone picks marks no one out.
Read the insight →The friendly neighbour with no sense of humour
Nearly half of 351 Danish brands are either Everyman or Caregiver, and humour scores 1.9 on a scale from 1 to 5. Danish brands sound friendly and alike.
Read the insight →The word everyone uses, and no one hears
We counted the most worn-out words in the own texts of 297 Danish brands. "Solutions" tops the list, and the vocabulary is so shared that no one hears it.
Read the insight →What brands say about themselves
Purpose has quietly become a B2B discipline
Purpose does not belong to consumer brands. Among 297 brands, 61 percent of B2B brands communicate a clear purpose against 25 percent of B2C brands.
Read the insight →The ten commandments of Danish business
We collected 1,744 values from 349 Danish brands. Only one in four has more than one value outside the ten most common. They read like commandments.
Read the insight →Eight in ten brands have values they do not say out loud
Across 351 Danish brands, well over eight in ten have at least one value they do not state. That leaves room for clearer communication.
Read the insight →Those who talk most about sustainability also come across as most credible
The greenwashing fear does not hold: among 297 brands, those who talk most about sustainability also seem most credible. Say it fully, or not at all.
Read the insight →The hero of the story is the company itself
Who is the hero of the brand story? Among 297 Danish brands, twice as many cast the company as the hero as the customer.
Read the insight →Brands portray the customer. But forget what the customer becomes
For 185 of 331 Danish brands the customer mirror is clearer than what the customer becomes by choosing the brand. Only two brands show the reverse.
Read the insight →Strengths and weaknesses
Brands know who they are. But forget who they are for
Danish brands score high on identity and low on relation. Across 351 brands, archetype sits at 63 and employer brand at 36 out of 100.
Read the insight →Your employer brand is decided before the candidate applies
Candidates research you before they apply. Across 350 Danish brands, employer brand is the least visible discipline at 36 points out of 100.
Read the insight →Your brand owns barely half a distinctive asset
The typical Danish brand owns 0.4 strong distinctive assets, and two in three own none at all. Measured across 351 brands.
Read the insight →The logo is protected. The rest drifts
The chain of distinctive assets breaks in the same place for nearly all of 351 Danish brands: the logo scores 6.3, imagery 4.3 out of 10.
Read the insight →Only one in five brands knows where it stands
Only about one in five of 351 Danish brands has a clear position, and that is where the strong brands set themselves apart from the rest.
Read the insight →Where Danish brands creak
We found 1,104 friction points across 350 Danish brands. The most common is the gap between what the brand promises and what can be seen.
Read the insight →What sets them apart
The average brand barely exists
The fear of being average does not hold: 90 percent of 351 Danish brands deviate markedly from the field in at least one place.
Read the insight →What the best brands do differently
It is the story and how well values are lived that separate the strongest of 351 Danish brands from the weakest, not the identity groundwork.
Read the insight →The anatomy of strength
A core of four disciplines is most closely tied to a strong brand across 351 Danish brands. Employer brand sits at the bottom.
Read the insight →Biggest on the exchange, in the middle of the field
The C25 companies are Denmark's largest but not its strongest brands: the index sits level with the field and below it on distinctive assets.
Read the insight →